Uber was about to celebrate its 10th year in Brazil. To do so they asked the agency to cause the same impact they did when they completely changed the way Brazilians view mobility. Then we came up with this idea that brought a “dead” river back to life. But it was not an easy task: as Pinheiros River is too polluted, we had to make an special boat that could navigate through a vast amount of debris. An initiative that only a revolutionary brand as Uber could do to the population.

My role: creative copywriter.